How does APP push promote user retention, activation and growth?

Today we will use a common Internet method, “push”, to explain how to use push to achieve user retention, activation and growth.

This article is suitable for beginners and intermediate students of Internet marketing and operations as well as marketing and operations management for start-ups.

The article is divided into five parts:

1. What is Push
2. How can startups build their own push system?
3. Key elements of the push system
4. Push Notes
5. Some ideas for gamification push

1. What is push?

My definition of push is: sending the information that the company wants to display to the user's terminal device.

It may be with the user's permission, such as public account push, APP notification, email subscription push, etc., and only users who pay attention will receive the push information; it may also be without the user's permission, such as SMS push, pop-up push, etc., which will send discounts, products, information and other information to the user's terminal device without the user's permission.

Push notifications without user permission usually obtain the user's phone number information through some channels, or make necessary tools to control certain channels of the user (for example, the browser will push pop-up advertising information, etc.).

Unauthorized push may involve the gray area of ​​user privacy and infringement of user rights. This article mainly explains authorized push.

2. How do startups build a push system?

The user base of a startup company is a process from 0 to N.

In terms of customer acquisition, brand exposure and user attention can be gained through various Internet means and online and offline promotion channels.

Each new user represents the company’s customer acquisition cost. Companies should pay special attention to key indicators such as marketing exposure, opens, conversions, etc., and continuously improve the efficiency and effectiveness of marketing. However, if users do not get converted on the landing page, many companies may miss out on these users.

If we have a good push system, we can collect customers who have not been converted due to factors such as price and timing, and complete the conversion in the future through cultivation. You can also wake up converted users through appropriate push notifications to continuously improve brand loyalty. These are the two main purposes of the enterprise push system.

The push system includes two aspects: one is the collection of users, and the other is the precise management and marketing of users.

More and more companies are starting to build their own DMP systems (data management platforms). Startups may not be able to build their own DMPs at the beginning due to limited resources and energy.

Today we will focus on: How to use existing channels to build a low-cost push system?

It is generally recommended that companies use Weibo, WeChat public accounts, subscription emails, permission SMS, APP notifications and other channels for push notifications. Self-media channels such as Weibo, WeChat public accounts, and Toutiao already have relatively complete systems for fan management and push. When choosing such third-party platforms, companies can choose according to their own circumstances, or they can operate multiple channels at the same time.

This article mainly talks about: How to build the user's collection and push system accordingly?

1. About User Collection

Every marketing promotion we do is an opportunity. Each of our user touchpoints is also an opportunity, and many opportunities are wasted by us.

First of all, we need to develop the mindset and habit of collecting users: regardless of whether they convert or not, we refuse to have only one encounter with users, and must use all contact points to reasonably collect users into the push system built by the company.

For example: the landing page of an accounting training course has detailed designs on the benefits of studying accounting (triggering user needs), several issues that people worry about when studying accounting (solving user doubts), the outline and faculty of the accounting training course (promoting the selling points of the course and endorsements by famous teachers to resolve user trust), qualifications and news of the training company (resolving user trust), student feedback and word of mouth (user testimonials), and registration and payment (conversion channel).

Such a landing page content is the most common advertising landing page on the Internet. But how to optimize user collection?

Generally, the conversion rate of a landing page is 2-8%, which means that more than 90% of interested users who click in may be lost due to various reasons such as price, product, timing, etc.

How can we collect these users and then use the push system to carry out second, third or even more conversions under appropriate circumstances in the future? Let’s go back to the landing page for the accounting course registration and see if we can add something else.

It doesn’t matter if you don’t buy it now, you can listen to it for free first.

It doesn’t matter if you don’t want to listen. You should at least get one of the big gift packs commonly used when studying accounting, right?

Already have the commonly used gift pack? Boss, would you like a copy of the latest accounting exam preparation materials?

I don’t want any gift packs or the latest exam preparation materials. It seems that you are suffering from aversion to studying. What's going on? Let me analyze it for you.

Are you sick? Come take a few steps and let us customize a test preparation plan for you.

In addition to the payment conversion channel, a landing page also provides 5 additional forms of collecting potential users.

It doesn’t matter if you don’t buy it now. I’m just trying to find a way to keep you steady first. Later on, we will use various forms of contact to win you over. This is the user collection system that a good landing page should have, making the most of every opportunity to contact users.

Another example that is often overlooked is product packaging. We tend to think that product packaging is basically when users buy or use the product, so what else is there to dig into?

In fact, this is not the case. In previous articles on product marketing and marketing productization, we cited the example of a honey customer we served.

Here is another example of a digital product:

The packaging of smart cameras comes with product instructions. This paper manual uses pictures and texts to explain how to use, maintain, and repair the product. Users can basically understand the product by reading the instruction manual, then throw it away and use the product silently.

Of course, this user information may already exist in the purchasing channel.

For example, when users use Taobao, they will be given discount information during big sales during festivals and holidays. However, if users do not shop and rarely go to Taobao, many users will even turn off the notification permission of the Taobao app.

Is there a better way to collect users and use a better push system to further promote these users?

We recorded the instructions for using the smart camera into a simpler and clearer teaching video and posted it on the company’s official account. Users who do not want to read the pictures and texts or do not understand the pictures and texts can watch the usage videos by following the official account. Few users block WeChat notification permissions, so we have a better push channel.

Later, we can continuously strengthen the perception of the brand by pushing relevant high-quality content (such as security issues, privacy issues, usage scenarios, etc. of smart cameras). In terms of product push, you can also continuously improve users' brand awareness and loyalty by pushing accessories that users need (such as memory cards, brackets, other smart small appliances, etc.). This is a good user collection system.

3. Key elements of a good push system

First of all, we need to be clear about what is a good user push system?

• The best user push system is: when the user needs or wants relevant information, we can push it to him in a timely manner.
• A relatively good user push system is one in which users find the pushed information useful and not offensive.
• The terrible user push system is that users feel that they receive some inexplicable information for no apparent reason.

The first one is inexplicable because the user’s permission was not obtained, and the second one is inexplicable because the user does not recognize the information content.

So, how to build an excellent or relatively good user push system?

One is to use third-party channels (such as public accounts on various platforms); the other is to use self-built channels (such as APPs developed by enterprises).

The following will discuss the construction of these two types of push systems respectively.

1. Third-party channels (typical: WeChat public accounts)

The cost of user attention and push in third-party channels is relatively low, users can easily understand it, and it is also one of the most common push systems for enterprises. The disadvantage is that users are in the hands of a third party, and the number of pushes, content, and in-depth user management will be restricted.

For example, WeChat subscription accounts can only be used once a day at most and cannot push content that induces sharing. How to do push well on this type of channel basically involves considering push time, push frequency, push copy, and user management.

Push time:

This is a relatively important issue, and there are many articles and data discussing it online, with various analyses of when users read public accounts.

Then everyone takes advantage of the time when users are on their way to work, on their way home from get off work, or resting at night to push messages, resulting in a cluster of push messages during these time periods.

When considering push timing, I recommend two points:

1. For most companies, there is no need to cluster push times, but rather they need to analyze their users’ time periods. For example, if your user group is white-collar workers, the online data on their time spent at work, after get off work and resting at night may be useful to you; but if your users are elderly people, the time of push notifications may be exactly the opposite of that of white-collar workers. We can just choose a suitable time period based on our users.
2. After selecting the time, you need to fix the push time so that users have psychological expectations for this time. This will help form user habits, and users will know that your push notifications will arrive at this time every day, thus developing a tacit understanding between you and the users.

Push frequency:

Most third-party public account platforms have limits on the number of pushes, which is basically sufficient for most companies.

With a limited number of times, how to optimize the content each time is our main focus. Therefore, we also need to reach a tacit understanding with users on the frequency of push notifications, unless it is a sudden event, a hot topic, etc.

Push copy:

This is the top priority of push notifications, and it also determines whether users are willing to stay in our push notification system. The key point is whether our push notifications can provide users with the value they need. This value can be found in several ways:

1. It comes from the specific value of the product. For example, most people follow many bank public accounts to obtain information on fund changes; most people follow the public accounts of express lockers to receive and send express deliveries, etc. This part is the specific value provided by the company's products and services. When an enterprise has this capability, it must make rational use of this privilege of each public account, increasing added value by pushing specific value. For example, many banks will push additional cash loan information to users based on the users’ operations such as checking credit limits or loans. But be careful not to add too much, or users will be disgusted.
2. To satisfy the user's humanity and demand value, this part is currently commonly used by many public accounts. Provide value by meeting the human needs of users. For example, by pushing new knowledge, we can meet users' needs for obtaining information; by pushing discounts, we can meet users' needs for reducing costs, and so on. There are many articles on this topic online, so I will not go into details in this article.

User Management:

Third-party platforms have fewer user permissions, and a simple stratification of users based on broad categories is more commonly used. For example, common identifiers such as gender and region. For example, when a company has offline stores, the pushed information will have obvious regional characteristics. As the user base grows, official accounts are usually designed separately based on the region.

1. Self-built channels (typically: APP)

In self-built channels, such as push notifications in apps, marketing operations personnel have more room to play.

We can use data collection to monitor various user behavior data and adjust corresponding methods and strategies accordingly.

Usually, push notifications are built in APP and are generally divided into two categories:

One is system push (a bit like the product-specific value push mentioned above, but we can get more permissions). This type is written into the program. When the user does something or meets certain conditions, information will be automatically pushed based on this behavior. For example, user account upgrades, users receive new information, user funds change, users gain new attention, etc. We set up this type of information in advance, and when the user meets the conditions, he will receive a system push.

The other is operational push, which is generally carried out by operations personnel for the purpose of retaining and activating users. For example, push notifications for hot events, activity information, timely news, etc. (different types of APPs push different types of information).

Key elements of APP push system design:

Generally, the APP push system starts with user collection, completes user retention and activation, and even brings in user sharing, and then attracts new users through old users.

Only the key elements are discussed here.

User collection : The above article has explained in detail about user collection - when building a system, you should pay attention to integrating various marketing channels of the company to ensure that users from various channels can be collected into the push system.

User stratification : User stratification is to better complete label push. For example, the information pushed to new users and old users is completely different; the information pushed to users in Beijing and users in fourth- and fifth-tier small cities is also different. We complete specific or information push by constantly labeling users. Generally speaking, full push is rarely used, and most pushes are sent to specific users via tags.

Special Notes:

User stratification and labeling should be determined based on the company's specific product and business needs.

There is no need to label all of them, but you can continue to deepen the labels that are necessary. For example, if an enterprise particularly needs to retrieve user geographical information, it can put more effort into this tag to distinguish the user's permanent residence/workplace/travel destination, etc.

View and interact: This involves the selection and design of the landing page; it also affects whether users are attracted by push notifications; and whether they unsubscribe after viewing the content or stay in the app to continue operations.

Because this part involves more copywriting and design, it will be elaborated on later.

Data monitoring: Many companies do not pay attention to data monitoring. Data is very important for the continuous optimization and improvement of the push system. The simplest data application is to use A/B testing to determine how to further optimize the design of push content.

The entire push system should also pay attention to scalability, so that enterprises can create a push system that best suits them through long-term practical exploration.

IV. Important Notes

1. Fully respect user experience and reduce unnecessary interruptions

This is very important. Many companies believe that users are their assets after obtaining user subscriptions and licenses, and in their operations they place more emphasis on brand revenue and publicity. Pushing as much as possible whenever you get the chance is extremely disrespectful to users. The first principle of push notifications should be to fully consider the needs of users, push the information they need to them at the right time, and reduce unnecessary interruptions.

1. Pay attention to user data security and privacy protection

When pushing information (especially system push), please note that the notification display should not contain the user's account password, information involving data security, and the user's private information, such as specific information of user communication.

1. Easy to read, easy to implement, lowering the user's usage threshold

The pushed information should allow users to roughly understand what the matter is about at a glance and whether they need to take the next action. When the user clicks to enter, there must be a corresponding landing page. Instead of clicking on information, the user is taken to the home page or an irrelevant page, which makes it difficult for the user to find the landing point.

1. Personalize the experience of push information

In people's cognition, all kinds of information about themselves can always stand out in the ocean of information. It's like when you are chatting with others at a noisy party, and you hear others suddenly calling your name.

Therefore, the click efficiency of personalized information is often several times that of ordinary information (relevant data abroad is 8 times). Therefore, during the push process, we try to personalize the information as much as possible.

The same reminder message, such as "Your fund consumption is XX yuan", will call on the user's name when designing - plus "Dear Mr./Ms. XX", which will make users pay more attention and also make users more interactive and favorable to the brand.

By collecting more personalized information about users in the push system, more personalized push notifications can be given based on tags. However, the process should not make users feel that their privacy is invaded.

1. Learn to think from other people’s perspective

Empathy is the ability to deeply understand others. When we push push notifications, we are often sitting comfortably in front of our computers. What are our users doing at this time? Whether you are in a state that is suitable for reading information is something you need to consider.

In addition, no matter whether it is the push time, push content, landing page, etc., you must develop the habit of thinking about what users want to see and need.

5. Some ideas for gamification push

This part of the idea comes from our thinking about product gamification. What we did before was mainly to explore and practice the gamification design of products. Gamification thinking can be applied to any field, including push systems. I would like to share some of my personal understanding for your reference.

When many people hear the word gamification, they think of it as informal, addictive, entertaining, etc. In fact, gamification is a kind of thinking that cleverly applies the interesting and attractive elements in the game to the real world or production activities. It is a "people-centered design."

If our products and services can make users relax and have fun, I think it is a social benefit. But always remember that gamification is only a means, not an end, and gamification should not be done for the sake of gamification.

How does gamification become addictive?

If we think back to the most common games like Super Mario and Contra, we will find that addiction is the process of playing, where you constantly get rewards (eating gold coins, various props, killing enemies to increase scores, etc.), which makes you unable to stop. When you finally pass the level, you will win a beauty (virtual) or achievements, etc., and a hearty pleasure arises spontaneously.

The sense of accomplishment, instant feedback, random rewards, missions, etc. used in it are all gamification techniques.

The gamification methods proposed by Yu-Kai Chou, an American behavior and gamification expert, mainly include common driving forces such as epic meaning and sense of mission, progress and achievement, creative empowerment and feedback, ownership and sense of possession, social influence and relevance, scarcity and desire, unknown and curiosity, loss and escape psychology, physical sensation and feedback.

How to apply it in the push system? Here are a few points for your reference:

Set a mission and goal that users can participate in - such as Ant Forest, the Fuqi Forest launched in the New Year, which achieves great goals by gathering the power of netizens.

In start-ups, you can also define this kind of user engagement goal. Even if you are selling dog food, you can define a gamification goal. For example, the campaign to save the Husky allows users to think of ways to better teach the Husky not to destroy the house.

This is just an example. The specific implementation requires in-depth thinking and simulation of user scenarios to determine.

Add gamified feedback to users' clicks. Many apps are now adding gamification designs.

For example, there are various apps that pay for reading news. When you click on them, you will get gold coins or treasure chests. Users feel that they are receiving rewards anytime and anywhere.

However, this part of the design needs to be well-balanced. It should not be too gamified so as to disgust users, but it should also cultivate user habits through instant feedback.

If your app wants users to stay longer, give them a path to promotion and growth.

In psychology, it means continuously increasing the user's sunk costs and increasing the user's endowment effect. Whether users stay on the APP passively or actively, we need to consider adding value to their each behavior, so that we can continuously enhance the user's sense of belonging.

Channels for behavioral monetization may include physical objects, points, honors, medals, etc.

Pushing gamification is much more than that, it requires everyone to think deeply based on their own corporate products and services.

Finally, let me end with two sentences:

The target of marketing is real people. No two people are exactly alike, but marketing is about finding commonalities through human nature and influencing the thoughts and behaviors of more people.

All marketing operations start from your users, which means marketing is a highly personalized job. Maybe what I said above is not suitable for your business.

Source: Marketing Taoism (ID: sf3650)